Colombia José Martínez
Photography: vervecoffee.com. All imagery belongs to its respective owner.
What makes the design work
Verve Coffee brand studyVisual observations across the brand’s packaging. Individual formats and editions may vary.
Wide wordmark
Wide slab capitals about 60% of bag width in Roaster Black (#2a2826), centred about a quarter of the way down, with a tracked 'coffee roasters' line under it.
Region wedge
Diagonal block covering about 35% of the front from the lower corner, Latin Sky (#a9d0df) or Africa Coral (#d8665f).
Specimen box
Card White (#ffffff) box about 45% of bag width, split by thin black rules into origin, lot name, process and variety, notes and summary cells.
Reading the label
No applied label: a white ruled box is printed straddling the diagonal edge of the colour wedge, under a centred wordmark.
- Upper third
- Wordmark and 'coffee roasters' line
- Data box top
- Single origin or espresso tag, country and region
- Data box middle
- Lot name, then split cells for process and variety
- Data box bottom
- Three tasting notes and a two-word summary in its own cell
- Coloured wedge
- Line icon, region name, sourcing lines, roast level and weight
Typography & hierarchy
The wide capital wordmark is the largest element, with 'coffee roasters' tracked out beneath it. In the box the lot name is the biggest text, set in one or two lines of wide sans capitals, with tiny tracked capitals for origin, process, variety, tasting notes and the summary line. Region and sourcing lines in the wedge, and the roast and weight line at the base, are the quietest text.
Display
Custom wide western slab, close to Rockwell Extended or Clarendon Wide
Wide slab serif with a distinctive R
Uppercase · Bold
Headline
Eurostile Extended, Neue Haas Grotesk Wide
Wide grotesque (expanded width)
Uppercase · Regular, Medium
Label
Akkurat, Neue Haas Grotesk
Small tracked grotesque
Uppercase · Regular, SemiBold
Typeface suggestions based on visual similarity. These are not verified font identifications.
How the range holds together
Colour coding by growing region via the corner wedge, with every other element fixed; the data box contents change per lot, and espressos are marked by outlining the box in the wedge colour.
Shelf presence
A row of bags reads as near-identical cream cards with the wordmark at the same height, split into a blue group and a coral group by the corner wedge, so customers sort by region before reading a single lot name.